Building Relationships With Customers

Service with a smile!

Image credit: John Fischer

Regardless of the type of company you run, your customer is your most valuable asset. Forming solid, ongoing relationships with these customers is essential to the success of your business.

When surveyed for the 2012 American Express Global Customer Service Barometer, three out of four customers said that they have spent more money with companies as a direct result of positive customer service experiences.

Here are some strategies you can use to forge stronger connections with customers and improve their overall experience.


Make it personal.

Customers want to know that you value their business and care about who they are as individuals. As evidence to this idea, two-thirds of consumers state that they are willing to spend more money with a company that provides superior service.

To show your customers how important they are to the company, make an effort to remember the names and faces of the people you serve. Send personalized communications whenever possible, and avoid form letters and generalized emails.

Provide rewards and incentives.

Customer loyalty and reward programs are an excellent way to thank your customers for choosing your company. Not only does it entice them to make future purchases from your company, but it also shows them that you value their continued support.

Encourage two-way communication.

Customers want to be heard by the companies they care about. Communicating with your customers is necessary, but listening to them is just as important. Statistics show that consumers will tell an average of 15 people about a good customer service experience, but they will tell an average of 24 people about a bad experience. Listening to your customers can help you turn every encounter into a positive one.

No matter how long you have been in business or how many customers you serve, never forget the importance of pleasing customers as individuals. Relationships are key to retaining customers, and without customers, you don’t have a business. Using these strategies, you can forge connections that keep your customers coming back for years to come.